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Social Media Metrics That Really Matter And How to Track Them Skip content HootSuite Blog Strategy News Resources Log In Sign up Search for This article identifies the social media metrics that really matter why they re important and how track them helping you make smarter decisions Eddie Shleyner November What are As a professional your chance demonstrate value of work impact ve made If boss asks talk data take opportunity be pro go beyond surface-level vanity likes shares retweets Instead focus on matters numbers prove effort has had positive bottom-line business The right will assure executives their investment in is paying off It ll also help continue more data-driven moving forward Ready an impression Table Contents funnel breakdown Awareness Engagement Conversion Customer Bonus Get free report template easily effectively present performance key stakeholders most marketers Before diving into let s review where each one lives For purposes this we segment four customer journey stages these illuminate current potential audience show audiences interacting with effectiveness engagement Consumer reflect active customers think feel about brand Every stage populated its own set must-measure KPIs shed light marketing Let dive These Brand attention gets across all during reporting period or specific span time yields statistically relevant Attention can expressed through variety including mentions links impressions Reporting periods variable usually lasting week month quarter it STEP Determine metric organization wants tied awareness Be consistent Consistency ensures benchmarking trends accurate dependable Note A monitoring tool makes easier every someone without mention Audience Growth Rate measures speed at which following increases quickly gain followers access internet continues increase around world brands followings But question should asking not many net new did get last ask fast was faster than our competition Measure platform over Divide by total multiply growth rate percentage You competitors progress same way Post Reach denotes people have seen post since went live easy find even understand Most importantly actionable affected timing i e when online what does valuable reach any given number On Facebook When Your Fans Are Online feature tell optimal Use Potential who could realistically see other words if shared her network approximately would factor Understanding because as marketer always working expand Knowing enables gauge Record saw account mentioned Multiply those two together Theoretical absolute maximum theory theoretical Share Voice SSoV mentioning compared Mentions either Direct g Hootsuite Indirect hootsuite essentially competitive analysis visible therefore market receives direct indirect networks Add industry grand Using analytics tools process Applause approval actions favorites relative follower posts she acknowledging finds things inform received course applause simplify Average comments higher means resonating To high actual irrelevant average benchmark different Twitter example typically lower rates Instagram hand known relatively now Amplification ratio per overall Coined Avinash Kaushik author digital evangelist Google amplification share Basically willing associate themselves times retweeted repinned regrammed Virality unique views Like list virality goes beneath surface just may only writes Nicolas Gremion while another far better visitors after clicking link action page subscribe newsletter download gated asset register webinar against conversion compelling target From standpoint sign offer kept promise Create call-to-action URL shortener trackable Place cookie user machine Doing so attaches lead campaign clicks conversions generated traffic low mutually exclusive Click-Through CTR often click Not confused specifically brings additional Tracking accurately give invaluable insight Don t forget measure within Bounce leave land taking lets turn ROI sources from vs organic search bounce proof campaigns targeting driving high-value Set Analytics Open Acquisition tab look under All Traffic Channels Click button rank channels lowest highest Demonstrating efforts long proving Cost-Per-Click CPC amount pay individual sponsored Whether choose advertise Linkedin don spend weigh efficient wasteful Check Ad Manager Never unattended extended Cost Per Thousand Impressions CPM Thousands thousand scroll past Unlike won necessarily drive create Therefore less expensive split test came clear answers well resonate using shortened places Conversation coined tracking context After getting lot impressive conversation much compelled add voice Or puts Is saying interesting enough spark like pull Testimonials assessment comment endorsement interview relating Ultimately great testimonials product delight happy likely good experience others benefits stream sincere garner trust credibility boosting presence Want Ask best compensate undermine Run encourages written video service mission Link My Business form leaving simple seamless evangelists Satisfaction CSat Score CSAT Usually score straightforward describe satisfaction Customers then asked linear scale numerically sentimentally Poor Fair Good Great Excellent become nearly ubiquitous mainly concise administer especially survey sum scores respondents Net Promoter NPS loyalty predicting future phrased recommend company friend answer zero Based response grouped three categories Detractors range Passives Promoters sales go-to organizations sizes Subtract promoters detractors Yes absolutely say I d love meet once day conversations substantive impactful highlight So dig deeper readily accessible literally anyone Showcase skills presenting story narrative inherently but come away worth easy-to-use dashboard See exactly results improvements Insights Go further gives trillion real super nerdy save keywords Boolean strings meaningful patterns might miss basic Filter searches specifics dates demographics geographies learn behavior 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